The group stage at the FIFA World Cup 2018 in Russia is now over and tomorrow the round of 16 knockout stage will begin. Based on the current FIFA ranking, one half of this stage looks a lot more difficult than the other due to several top ranked teams being place on the same side.
On one side you have four of the five highest ranked football teams: Brazil (2), Belgium (3), Portugal (4), Argentina (5) and France (7). Also on this half are Uruguay (14), Mexico (15) and outsider Japan (61).
The somewhat “easier” half of the knock out stage includes Switzerland as the highest ranked nation (6), along with Spain (10), Denmark (12), England (also 12), Colombia (16), Croatia (20), Sweden (24) and host nation Russia (70).
Fortunately, lower ranked teams of course can beat higher ranked teams, like Mexico’s surprise win over first ranked Germany. But as a fun exercise, here are the predictions for the Round of 16 based on current FIFA ranking. World Champions will be Brazil as they beat Switzerland in the final. Bronze goes to Portugal as they beat Spain.
Starting tomorrow, we will know which teams will advance and possibly make it all the way to the World Cup Final.
Digital influencers have become a major force in online marketing in recent years. Brands turn to celebrities and other influencers to engage audiences and sway purchase decisions in influencer marketing campaigns. A new study by Fullscreen and Shareablee shows that these influencers have a strong impact on their followers’ behaviour.
The study looks at four levels of digital stars:
Celebrities – 20 million followers or more
Trailblazers – online stars with 1 million or more followers
Emerging voices and rising stars – digital creators with 250k – 999k followers
Micro influencers – social media stars with less than 250k followers
Young people are influenced by social media stars
In the study, consumers aged 18-34 were asked whether they had taken any action as a result of seeing social media posts from digital influencers. Not surprising, many of them had and it turned out that celebrities were least effective in swaying consumer behaviour.
Micro influencers and “rising stars” are most effective in getting consumers to try one of their recommendations. As many as 45% of consumers report that they had done that.
“Digital trailblazers” are very effective at getting followers to purchase an item that they talked about in social media. Influencers with less than a million followers are almost as effective, while one in five consumers report that they had made a purchase as a result of a celebrity post.
Instagram creates most engagement for influencers
Among the social platforms that digital influencers use (Snapchat not included), Instagram creates the most engagement. This is especially true for micro influencers who see 86% of total engagement take place on Instagram.
That doesn’t mean, of course, that for example Youtube is not important. For many influencers, Youtube generates millions of views, so it all depends on how you define engagement. Also, I would have liked to see how much blogs affect consumer behaviour. At least in Sweden, many high profile bloggers generate massive sales for brands in campaigns that include a combination of blogs, Instagram and Youtube.
Instagram now shows you when your contacts were last active on the app. If you look under the direct messages, it states how many minutes, hours or days since the other users were last active.
That of course means that they can see your status as well.
If you find this intrusive, fear not, there is a way to shut it off. Here’s how to do it.
Go to your profile and click on the settings gearwheel. Scroll down to Show Activity Status and slide to turn it off. Once you remove this feature, you will not be able to see others’ status and they will not see yours.
Instagram might be getting rid of the Top 9 images for hashtags that normally are placed on top of the screen under each tag. Getting into the top 9 has been a great way to get your posts exposed to people who are not among your regular followers.
One of of my Instagram accounts I noticed today that the Top 9 posts are gone. In that place there are now two tabs and two feeds for each hashtag:
The left tab shows top posts under this hashtag and there is no limit in terms of number. So there are more than 9 posts, you can scroll down to find as many as you like.
The right tab shows the most recent posts under this hashtag.
What does this mean?
There has been a lot of speculation as to whether hashtags are becoming less important or not. Some say they see less reach from hashtags and then there is the entire issue of the infamous shadow ban. But I believe that hashtags will continue to be an important tool, since Instagram recently added the ability to follow hashtags.
A new tab with a feed of the top post will show more high quality photos or videos, that Instagram assumes you will like. So hashtags will continue to be important as a means to reach non followers.
Brands have been using social media influencers in marketing campaigns for a long time. As the practice has grown over the years, many individuals have become celebrities with millions of followers and they can charge thousands or tens of thousands of dollars for a social media campaign or even a single Instagram post.
As influencer marketing has become more expensive and sometimes less effective, many brands look at micro influencers as partners in online campaigns.
So how can brands use micro influencers to increase engagement online? In this webinar, digital marketing consultant Shane Barker goes through the process of finding, contacting and using micro influencers to drive engagement.
His definition of micro influencers is that they are:
Social media users with 1,000 to 100,000 followers
Specializing in a certain niche
Could be everyday consumers (they are very genuine, more down to earth, more like ourselves)
Some of the advantages of using micro influencers is their ability to engage, since their engagement rate normally is higher than for an influencer with a larger following:
Average engagement rate for influencers with fewer than 2,000 followers is 10.7% (source: influence.co)
Average engagement rate for influencers with 100k to 150k followers is 2.5%
Average engagement rate for influencers with more than 1 million followers is 1.5%
Watch the video above to learn more about how to use micro influencers in digital marketing campaigns.
For years we have heard that Swedish gamer Felix “PewDiePie” Kjellberg has the largest channel on Youtube. He still has the highest number of subscribers by far, but there is reason to argue that he has been dethroned by a person you’ve probably never heard of – Gulshan Kumar. Kumar is the founder of an Indian music company called T-Series which also produces and distributes movies. T-Series is now India’s largest music label and movie studio (according to themselves).
T-Series has a Youtube channel that currently is the 4th most subscribed channel. With 27.4 million subscribers, it is still a long way from beating PewDiePie’s 57 million. But then again, a subscriber is what might be characterized as a vanity metric, which means that it’s a number that does not really add value to your business in itself. Sure, without subscribers it is much harder to reach an audience, so they are not at all meaningless, rather it’s a means to an end.
Even more interesting is looking at for example number of views of a channel, because that is actually a source of income for a youtuber. In other words, it is more important to get views than subscribers.
Most viewed channel on Youtube
The T-Series Youtube-channel is the most viewed on the entire network with a total of 25.6 billion video views. The second most viewed channel is WWE, World Wrestling Entertainment, with 17.9 billion views. PewDiePie is third with 16.3 billion views. That should by definition make the Indian company the largest Youtube channel.
If we look at the number of daily or monthly views to each channel, it is even more striking how much more popular T-Series is compared to the other channels. T-Series has about 46 million daily views compared to PewDiePie’s 6 million daily views (last two weeks):
Total views, last 30 days:
T-Series – 1.4 billion
WWE – 570 million
PewDiePie – 182 million
Estimated monthly earnings (estimates by Socialblade):
T-Series – 348K-5.6M USD
WWE – 142K-2.3M USD
PewDiePie – 46K-730K USD
T-Series get almost ten times as many video views per months as PewDiePie. And there are probably two main reasons to the success of T-Series on Youtube, apart from the quality of the content of course.
First of all, the channel publishes a large amount of videos and now has more than 11,000 videos. So they have a lot of content! Here is one example:
The second reason is that Indian audiences prefer to use Youtube for music and Facebook for news, according to a new study.
“Undoubtedly, Youtube is India’s default music player and the most popular source for accessing music content,” Subrat Kar, CEO at Vidooly Media Tech — a Video Intelligence platform, said in a statement.
With a userbase of over 400 million in India, Youtube is the biggest platform for video content, according to Indian Express. Further evidence of Youtube’s popularity in India is that there are at least two more Indian music channels with more than 11 billion channel views: SET India and Zee TV. That places them too near the top of the list.
It is quite possible that Youtube’s charts will be dominated by Indian music companies in a not too distant future.